core value
Simplicity and transparency
We break down complex technology with maximum clarity. If we can't explain it simply, we don't understand it well enough yet.
About simplefy.ai
simplefy.ai is an AI agent workforce manager, based in Adelaide and working with mid-market organisations across Australia. Our mission is to make Australian businesses AI-native: not drowning in tools, but running an agent workforce that does real work, safely. We launched in June 2025, and we practise what we sell. We run an agent workforce inside simplefy.ai every day.
- Founded
- June 2025
- Based
- Adelaide, South Australia
- Team
- A small, senior team
- Partner status
- Registered Anthropic partner
Our people
The team
A small, senior team, most of us women, each amplified by our own AI agents.
Ash Greaves
Founder & CEO
Ash founded simplefy.ai to widen access to safe AI. Her career runs from NYU Stern and J.P. Morgan, where she watched the earliest serious adopters of AI up close, to advising boards and founders back in Australia. She leads strategy and governance, and is the public face of simplefy.ai.
LinkedIn
Ryan Kris
Chief AI Officer
Ryan brings more than two decades leading digital transformations across corporate, government, and startups. He owns our technical and governance depth, and founded SafeAI-Aus, an open-source community for adopting AI safely.
LinkedIn
Yolanda Sam
AI Delivery Manager
Yolanda builds custom agents, multimodal tools, and the databases behind them, and co-founded an AI community back in 2018. She owns delivery and keeps client work moving.
LinkedIn
Samantha Chambers
AI Delivery & Marketing
Samantha pairs a decade in marketing and UX with hands-on delivery, and leads how simplefy.ai looks, sounds, and reaches the businesses it serves.
LinkedInOur vision & mission
Every business, AI native.
Vision
Every business is AI native.
Mission
In five years, every Australian small and medium business we touch is AI native, not AI adjacent.
What we value
core value
Passion and care
We put people first, and we care about outcomes beyond the invoice.
core value
Grit and Go
We roll up our sleeves and get things done. Less talking about AI, more putting it to work.
Who we work with
We work best with mid-market organisations that have real operational complexity and a reason to get AI right: big enough to need governance, decisive enough to move fast.
What our clients share:
- Enough scale and complexity that better systems make a real difference
- A leader who wants AI running the business, not sitting in a pilot
- A willingness to build capability in the team, not just buy a tool
Get support
We're delivering the AI Capability Pilot Program.
simplefy.ai is the sole delivery partner for the AI Capability Pilot Program, helping small and family businesses across South Australia build real AI capability. Intakes fill fast. Sign up to hear about future programs and initiatives.
A registered Anthropic partner
We build on Claude, Anthropic's AI, chosen for its focus on safety and reliability.
We're an Anthropic-first business and part of the Claude partner network.
Our work
We're documenting the results our clients are getting. Case studies are on the way, including proof from the pilot. Check back soon.